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Higher Education Marketing in Africa

Explorations into Student Choice

Editors: Mogaji, Emmanuel, Maringe, Felix, E. Hinson, Robert (Eds.)

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  • Explores the key players, challenges, and policies affecting higher education in Africa, as well as marketing strategies, and the students’ selection process Focuses on the competition for students in a market with increasing demands Offers empirical insights into the higher education market across the continent

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  • ISBN 978-3-030-39379-3
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  • ISBN 978-3-030-39378-6
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  • Immediate ebook access, if available*, with your print order
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About this book

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa.  

In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

About the authors

Emmanuel Mogaji holds a Ph.D. in Marketing, and is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, a Fellow of the Higher Education Academy (HEA) and a Certified Management & Business Educator (CMBE). Emmanuel's primary area of interest is ABCDE – advertising, branding, communications, digital and ethics – of marketing communications, with a strong focus on higher education and financial services marketing. He has published several peer-reviewed journal articles and book chapters and presented his work at numerous national and international conferences. He has also co-edited books on marketing higher education in Africa. He received the 2019 Emerald Literati Highly Commended Paper Award.  

Felix Maringe is Professor of Higher Education and Head of the Wits School of Education. Previously, he was Assistant Dean for Internationalisation and Partnerships at the University of the Witwatersrand. He received his Doctorate in Education at the University of Southampton. Felix’s research interests are in the fields of globalisation and internationalisation of higher education. He has an extensive publication record, including 6 books, and he is leading expert on international higher education in post-colonial countries.   

Robert Ebo Hinson is Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School; and an Extraordinary Professor at the North-West University Business School in South Africa. Robert has authored/edited several books and has been involved in over a hundred scientific publications. He has also served as the Rector of the Perez University College in Ghana. He holds two doctorate degrees: one in International Business from the Aalborg University in Denmark and the other in Marketing from the University of Ghana. He has consulted for and trained staff in the general areas of marketing, sales and service excellence at several institutions around the globe, and has also served on the boards of local and international institutions. 

Table of contents (15 chapters)

Table of contents (15 chapters)
  • Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection

    Pages 3-13

    Mogaji, Emmanuel (et al.)

  • Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process

    Pages 17-46

    Ebo Hinson, Robert (et al.)

  • Understanding High School Students’ University Choice: Implications for Marketing and Management of Higher Education in Ghana

    Pages 47-78

    Adamba, Clement

  • Delving into Undergraduate Students’ Choice of Higher Education in Uganda

    Pages 79-105

    Muhangi, Godwin Tindyebwa

  • International and Southern African Perspectives on Choice and Decision-Making of Young People in Higher Education

    Pages 107-132

    Maringe, Felix (et al.)

Buy this book

eBook $109.00
price for USA (gross)
  • ISBN 978-3-030-39379-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA
  • ISBN 978-3-030-39378-6
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Higher Education Marketing in Africa
Book Subtitle
Explorations into Student Choice
Editors
  • Emmanuel Mogaji
  • Felix Maringe
  • Robert E. Hinson
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-39379-3
DOI
10.1007/978-3-030-39379-3
Hardcover ISBN
978-3-030-39378-6
Edition Number
1
Number of Pages
XX, 419
Number of Illustrations
9 b/w illustrations, 16 illustrations in colour
Topics

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